Consumers are looking to stretch their dollars, making it no surprise that coupons have once again become an integral part of the shopping experience. But what may be unexpected is just how strategic consumers are getting when it comes to coupon use.
According to a recent study we conducted as part of our Mambo 2010 Outlook trends survey, 70% of natural and organic (N&O) consumers use coupons when planning their grocery lists. It’s a clear indication that coupons are not only driving brand buying decisions but overall meal planning as well.
Moreover, consumers are going beyond newspaper inserts to supplement their coupon supplies, with two in three actively seeking out grocery coupons online.
In other promotional activity, we found that a whopping 93% of consumers would like better access to coupons for health and wellness products, demonstrating that coupon use has evolved beyond the grocery list.
That finding is supported by similar research from Inmar and The Nielsen Company which found that non-food coupons for general merchandise, household items and personal care drove growth in coupon redemptions up 45% in the third quarter over the same period a year ago. By comparison, food items were up 26% over the same period last year.
Not all coupon savings are going back into consumers’ pockets either. Six in ten N&O consumers reported that they were reinvesting those savings back into healthier food for their families. This is a key reason why health and wellness sales have remained as strong as they have during the past year.